championing athletes in the business of sport

championing athletes in the business of sport

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Hello! 👋

And welcome to The Institute for Athlete Branding and Marketing, where we champion athletes in the business of sport by advancing the knowledge and practice of branding and marketing for the modern-day athlete.

We are a trailblazing organization that combines the science of marketing and the art of branding to build highly innovative, totally scalable and massively profitable athlete brands – so players can maximize their earnings, influence and impact before, during and after their professional playing career.

As the only organization dedicated to the combination of creative counsel, advisory, training, research, advocacy and education for athlete brands, we're pioneering the way athletes monetize their personal brand (and the brands with which they're affiliated), strengthen fan loyalty, and build an ever-growing fanbase, while minimizing the investments of time and money.




To champion athletes in the business of sport


We think big, accomplish more with less, value calculated risk-taking, prioritize long-term value over short-term results, listen attentively, speak candidly, and benchmark ourselves against the best.



imagination, individuality, inclusivity, impact


We measure success against the possible, not the probable. As we do new things, we accept that we may be misunderstood for long periods of time. We embrace change, and always ask: "How?" Not "if."

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Josh Hoffman

Josh Hoffman 🏀

Born: Jan 23 in Los Angeles

College: San Diego State University (Journalism)

Position: Chief Strategy Officer

Experience: digital marketing and personal branding strategist, consultant and advisor

Favorite Sport: Basketball

Favorite Athlete: Kobe Bryant


Victor Cruz

Victor Cruz ⚾️

Born: Nov 8 in Massachusetts

College: University of Massachusetts at Amherst (Sport Management)

Position: Founding Partner

Experience: Boston Red Sox, Boras Corporation, MVP Sports Group

Favorite Sport: Baseball

Favorite Athlete: Michael Jordan



Globetrotting game strong.


the city of angels

Los Angeles


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the white city

Tel Aviv


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